sllconf conference 2011 - food on the table

One Year Later: From the Concierge MVP to a Scalable Business
Manuel Rosso

Revolutionizing the way families
buy groceries
and
eat at home

Easy to Make Recipes
Family Preferences
Sale items at your favorite Store

We knew she cared
How we got the next 100K to show us love

Stores/Sale Items
Big Plans
Top chains in 50 states
Every store per chain
All Sale items per store
MVP
Only care about 1 store
Made sure that our first 10 users shopped at that store
Protein drives dinner decision
1 Store
5 Sale Items
35,000 Stores
Over 1.5M Sale Items
13,000+ Stores
Over 400K Sale Items

Recipes
Big Plans
All main ingredients
Cooking methods
Cuisines
Degrees of difficulty
MVP
The right recipes
5 recipes per ingredient
Progressively add recipes for new sale items
WRONG
100,000 recipes
20 recipes
30,000+ recipes

Usability
Big Plans

Usability
MVP

Usability
MVP - 2

What we learned
Break down learning into small steps.
Once you start anticipating user feedback, you are ready for the next step.
Learn first, code last.

Pay attention to your customers!

The Obvious is Staring you in the face
“Love your product but sometimes I leave the house without my plan”
“I want to do my meal plan in the parking lot of the grocery store”

http://learni.st	641
http://localhost	15
http://www.linkedin.com	3
http://www.udemy.com	2

sllconf conference 2011 - food on the table

by Eric Ries

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